November 2009
1. INTRODUCTION
The purpose of this Code is to encourage the highest professional standards by members of the Association of Market Research Organisations. It places particular emphasis on management and ethical standards, including compliance with the Privacy Act. It includes compliance procedures via a complaints process.
2. COMPLIANCE PROCEDURES
Observance of this Code is a requirement for membership of AMRO.
All members must have a senior executive appointed as AMRO Code Compliance Officer who will supply an annual statement of compliance to AMRO signed by themselves, the CEO and a Director of the company.
AMRO members will at all times maintain a working environment in which the AMRO Code of Practice is understood and observed by all employees, suppliers, contractors and other persons impacting on the work of the company.
All AMRO members shall be company members of the Market Research Society and be bound by its Code of Practice. The CEO of all AMRO members shall be an individual member of the Market Research Society and will ensure that all appropriate staff are members of the Market Research Society. This will include (but is not limited to) all research staff with client-facing responsibilities, qualitative and quantitative research managers and practitioners, data analysts and field managers.
3. GENERAL PRINCIPLES
The Code of Practice requires all members to manage their companies:
- In conformity with all relevant laws and regulations.
- To sound ethical standards.
- To sound professional standards.
- In a way which respects the rights of respondents and maintains highest standards of privacy.
- To restrict their activities to market research and not allow data collected to be used for any other purposes.
- To take special care when carrying out research amongst children and young people.
4. REQUIREMENTS OF AMRO MEMBERS
a) Respondent Contact and Protection
Recognising that access to willing respondents is a fundamental requirement for market and social research, AMRO members will at all times ensure that respondents:
- Are treated courteously and are not unduly pressured to take part in a survey.
- Are given adequate identification of the research company, the general nature and timing of the research and privacy protection standards.
- Are advised if quality assurance follow-up is possible.
- Are contacted only between 8am and 9pm on weekdays and between 9.30am – 9pm (within New Zealand) on Saturday, Sunday and Public Holidays, unless by prior arrangement with the respondent.
- Can expect an interview to be terminated if they communicate a wish to do so at any stage of the interview.
b) Ethical Standards
All members of AMRO are required to observe sound ethical standards including (but not limited to):
- Honesty in dealing with clients, staff, respondents, contractors etc.
- A policy of appropriate disclosure and transparency of information in preparation of estimates and charging of completed projects.
- Observation of principles of fair competition.
c) Professional Business Standards
All members of AMRO are required to observe professional business standards as generally accepted by their peers and appropriate to the circumstances, including (but not limited to):
- Analysis of client briefs.
- Design of proposals including research design, methodology, sample frame, data collection, data coding and entry, analysis of results and presentation of these to an appropriate standard.
- Execution or commissioning of data collection.
- Maintenance of resources adequate for projects undertaken.
d) Data Collection Management
All members of AMRO undertaking data collection will be able to undertake, or supervise sub-contractors of appropriate quality in data collection, including (but not limited to):
- Recruitment of suitably qualified/experienced fieldworkers.
- Best practice briefing procedures.
- Continuous application of quality assurance programmes.
e) Data Protection
All members of AMRO are required to observe highest standards of data protection including (but not limited to) ensuring that:
- Client information is accessible only to appropriate staff and/or sub-contractors.
- Identification of respondents is never released to clients without their permission.
- Every AMRO company will appoint a Privacy Officer (as defined by the Privacy Act), and this Privacy Officer will be identified in each company’s annual statement of compliance with the AMRO Code of Practice.
5. COMPLIANCE
Compliance with this Code will be maintained by a complaints system.
Any person believing that this Code has been breached by an AMRO member shall have the right to lay a complaint in writing (paper or email) to the Market Research Society, outlining the alleged breach, approximate time and the name of the member alleged to have breached the Code.
If the member believes the complaint has not been satisfactorily resolved by the MRS, they have the right to refer the complaint to the Chair of the AMRO Complaints Board and if he or she considers there is a prima facie case, will refer it to the full Panel comprising not less than 3 persons approved by the Chair and Deputy Chair of AMRO with no conflict of interest with either the complainant or the complainee.
Under normal and reasonable circumstances, the matter will be dealt with within 30 working days. The result will be notified in summary on the AMRO website.
In the event of the complaint being upheld, the complainee shall be required to cease the practice complained of, and if appropriate, write a letter of apology. In the case of persistent offending, the complainee may, at the discretion of a simple majority of AMRO members have their membership suspended or cancelled.
